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Best practices for using automated rules

Here are some best practices and examples for using automated rules.

Use Case

Example

Take action on an object based on average metrics.
Create a formula column that calculates the average clicks per day. Then create a rule that pauses an object or changes a bid if it gets greater than or fewer than X Clicks/Day.

Formula column
Name: Avg. Clicks/Day
Equation:
Clicks.For_date_range(Last_7_days()) / 7

Keyword rule
Scope:
   Keywords tab at the advertiser level
Condition:
    Avg. Clicks/Day > 10000
Action:
    Change state to Paused

Find ads that need review.
Create a rule to label ads that receive more than X clicks but result in fewer than Y conversions. Then view a report on the label.

Ad rule
Scope:
   Ads tab at the advertiser level
Condition:
    Clicks > 1000 AND Actions < 50
Action:
    Add label Review ad copy

Give ads 2 strikes in a week.
Create a rule that applies a Strike 1 label to ads that receive fewer than X clicks in a day. Create a second rule to pause ads that are labeled with Strike 1 and receive fewer than X clicks on another day. The second rule also replaces the Strike 1 label with a Strike 2 label. Finally, create a rule that runs once a week to restart the strike count by removing the labels.

Strike 1 rule (runs daily at 12am)
Scope:
   Ads tab at the advertiser level
Condition:
    Clicks < 300
Action:
    Add label Strike 1

Strike 2 rule (runs daily at 1am)
Scope:
   Ads tab at the advertiser level
Condition:
    Clicks < 300 AND Labels contains Strike 1
Action:
    Add label Strike 2

Clear strike 1 (runs Sundays at 10pm)
Scope:
   Ads tab at the advertiser level
Condition:
    Labels contains Strike 1
Action:
    Remove label Strike 1

Clear strike 2 (runs Sundays at 10:30pm)
Scope:
   Ads tab at the advertiser level
Condition:
    Labels contains Strike 2
Action:
    Remove label Strike 2

Use Google Analytics data with automated rules.
If you've linked your Search Ads 360 account with Google Analytics, and Google Analytics shows a high bounce rate for a new, promotional landing page that you specified for your keywords, you can create a rule to automatically revert back to previous landing page.

Or, if Google Analytics shows the number of goal completions for a newsletter signup goal is low, you can create a rule to automatically increase keyword bids to drive more traffic to the goal.

Revert to previous landing page:
  • Time range: Last 7 days

  • Scope: Bid strategy

  • Conditions: GA bounce rate > X%

  • Action: Set landing page URL (back to the previous URL)

  • Schedule: Check every week

Increase keyword bids to drive more traffic:

  • Time range: Last 7 days

  • Scope: Bid strategy

  • Conditions: GA goal completions < X

  • Action: Increase bid by Y%

  • Schedule: Check every week

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